Obstacle course event brands, Tough Mudder and Spartan, have joined forces with British beer maker BrewDog in a partnership that sees the beer brand onboard as the official finisher drink for 2023-24 race.
Kicking things off at events in the UK will be a pop up beer party on April 14th, 2023 at Finsbury Park, North London. During the experience event, the public can try out Tough Mudder and Spartan obstacles such as Electroshock Therapy or a Spear Throw followed by a free beer.
The same site will then play host to a sell-out season opener Tough Mudder event on April 15-16, where over 7,000 participants will take on a range of distances and obstacles.
As the official finisher drink at all Tough Mudder and Spartan events, every finisher will be offered a free LOST Lager upon completing the courses. Re-igniting a partnership from 2018-19, BrewDog will be activating at a total of 15 events with around 100,000 participants – celebrating with finishers and providing additional refreshments in the event villages.
Matthew Brooke, Managing Director of Tough Mudder and Spartan said “This is a dream partnership. Our brands are known globally for doing things differently and pushing the boundaries of what’s possible – having the beer wizards at BrewDog onboard as a finisher drink and available in our event villages is something we know our fans will love to have back.”
Lauren Carrol, Chief Marketing Officer at BrewDog, said “After a few years away, we’re so excited to be teaming up with Tough Mudder and Spartan once again. The obstacles are tough by name and by nature, so it’s only right that participants have something to look forward to when they finish.
“Lost Lager is the finisher drink of choice – a drink that truly puts the planet and nature first. And what better way to be at one with nature than spending ages fighting a losing battle against a very muddy field!”
www.toughmudder.co.uk
www.spartan.com
